How And Why People Buy – 2

Garry Desmarais:

2. People buy online just like they buy
   offline. If they are buying an impulse item,
   they’ll click thru and
   spend a buck. If it’s a bigger ticket
   item, they’ll shop around.
3. Which are you selling? Is
   the look of your
   site appropriate to what you are
   selling? I don’t want
   to buy designer chewing gum and I won’t
   buy at a site
   that looks like it should be selling
   gum. Would you? I
   want to buy the stuff I usually buy,
   but I don’t want
   to leave home to do it. Are YOU meeting
   my need?
4. People buy what they need, when they
   need it and can
   afford it. The key is to give people
   information that
   connects with what they need. The good
   news is that
   people need the same things they have
   always needed.
   Which of us doesn’t long for more time,
   more money,
   better relationships with family and
   friends? The more
   your message is aligned with these
   needs, the better
   you will do.
   
5. WHY People Make ‘Buying Decisions’
   There are only SIX basic motivators
   that will trigger any
   buying decision in the mind of a
   potential customer. All
   six are actually deeply rooted in the
   human psyche, akin
   to our most common needs and desires.
6. Desire for gain – usually financial,
   but also to gain in love,
   power, respect from other people.
7. Fear of loss – usually financial,
   but also emotional.
   This trigger may tie to the loss of
   something already gained,
   or to the fear of not gaining something
   that is perceived as a need.